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Marketing research of the automotive market. Comprehensive study of the sectoral car market

The automotive market of the Russian Federation refers to the commodity markets of the Russian Federation, which are influenced by various non-linear factors such as the level of cash money supply, the level of monetization and the share of hidden production, a high level of taxation, unemployment.

The capacity of the global automotive market is growing year by year. The past year was no exception. Europe continues to be one of the largest automotive markets in the world. Last year, 18 million cars or 29% of world sales were registered in 25 EU countries. Most of the sales of passenger cars, as well as cars in general, fall on the German market. In second place in terms of volume is the United Kingdom, in third - Italy.

Volkswagen is the leader in the European Union among automotive brands. The leader in terms of growth among mass brands in Europe was FIAT (+20.9%), among luxury brands Lexus (+76.3%). The largest market share is still owned by VW, followed by PSA, Ford, GM, Renault.

In recent years, the Russian market has seen a steady growth in sales of new passenger cars. The exception was the “crisis” years of 2008-2009, when, with the increasing influence of the financial crisis on the world automotive markets, the largest automakers began to experience difficulties in selling their products - the liquidity crisis began to affect the real sector of the economy. This is especially noticeable in the case of Western European countries: over the first nine months, total sales of passenger cars decreased by almost 5% compared to the same period last year. The world's largest automakers are no longer seeking funds to promote products and technological innovation, but to continue functioning. The Russian market was no exception - a significant tightening of lending conditions (not only the size of the down payment, but also interest rates increased, requirements for borrowers increased) had a direct impact on the autumn sales of cars.

The developed countries of the Eurozone used car sales incentives back in 2009, so their smooth recovery from the global financial crisis in 2010 coincided with a decline in car sales on the market. According to the agency JATO Dynamics, in July 2010 sales of cars and light commercial vehicles in Europe decreased by 17.4% compared to the same period in 2009. As before, the "people's" Volkswagen remains the sales leader in European countries.

And how are things in the car market in our country? Russia, as usual, has its own way of development. Having dropped to fifth place in 2009 in terms of sales of passenger cars in Europe, in the middle of 2010 it was again in the “top three”.

In 2010, the automotive industry of the Russian Federation gradually began to recover: the production of automotive equipment almost doubled, but did not reach pre-crisis levels. According to the Ministry of Industry and Trade of the Russian Federation, over the past year, production has grown in all major segments: the production of cars - by 102%, trucks - by 68%, buses - by 26%.

Despite high production growth rates, the importance of high growth rates should not be overestimated, since in 2009 both production and sales of automotive vehicles fell sharply, which created the so-called low base effect in 2010. Simply put, it is necessary to compare last year's figures not with 2009, but with 2008, when the car market showed the highest figures over the past ten years. If we compare the total output of automotive vehicles for 2010 and 2008, it turns out that the figure for last year is lower by 22%.

As before, passenger cars provide the bulk of automotive production. In 2010, their share was 86%, which is 3.4 p.p. higher than in 2009. It should be noted that the share of cars in the production of automotive equipment is growing every year, so in 2007 the share was 77%, in 2008 - already 82%. It is the passenger car segment that determines the state of the market and its prospects.

In his speech, Alexei Rakhmanov, Director of the Automotive Industry Department of the Ministry of Industry and Trade of the Russian Federation, noted that in 2010, domestic production of passenger cars increased significantly against the backdrop of a continued decline in direct imports. At the same time, the domestic production of foreign cars for the first time exceeded the production of passenger cars of domestic brands. In the medium term, domestic production will continue to increase as consumer demand for passenger cars recovers.

In 2010, passenger car sales increased by 29.9% compared to 2009 results. The state provided tangible support to the automotive market - in 2010, a program for the recycling of old cars began to operate, accelerating the renewal of the Russian fleet of passenger cars. In addition, there is currently a program of concessional lending, which includes many foreign cars that are assembled at Russian factories. New models are often selected precisely with the expectation of falling under the action of this program. In particular, the new model Hyundai Solaris, whose production started in early 2011, is already included in the concessional lending program.

On the background state support and a gradual recovery in consumer demand, the Russian car market will recover relatively quickly. Already in 2011, it is expected that more than 2 million cars will be sold in Russia.

The new conditions for the regime of industrial assembly of cars, which came into force in 2011, will accelerate the growth of the market by increasing domestic production. However, much depends on the state of the automotive component industry, which now determines the development of automotive production. Taking into account the more stringent requirements of the new industrial assembly regime in terms of the level of production localization (60% in six years), the development of the automotive component industry through the opening of factories here foreign companies appears to be the most likely development scenario. In addition, the implementation of the requirement to establish R&D centers will allow automakers to develop their own technological and research base.

According to the Association of European Businesses (AEB), sales of new passenger cars and light commercial vehicles in Russia increased by 30% in 2010. for the whole year, 1,910,573 new cars were sold in our country. In December, 204,586 cars were sold, which is 60% more than in the same month of 2009.

David Thomas, Chairman of the AEB Automobile Manufacturers Committee, said that the forecast for 2011 is 2.24 million vehicles.

Car sales in Russia came out of positive territory compared to the low results of 2009 in April 2010, in autumn the growth rate reached 50% compared to the same period last year, and in November it was sold 80% more cars than a year earlier - 189,902. At the same time, the Russian car market was ahead of the forecasts: at the beginning of the year, AEB experts expected that no more than 1.5 million cars would be sold during the year, later the forecast was adjusted to 1.7 million cars, and in December it was announced that the expected sales of cars at the level of 1 .9 million and an increase of 30%.

According to Mark Ovenden, Vice Chairman of the AEB Automobile Manufacturers Committee and Head of Ford Russia, the results of 2010 are encouraging, and forecasts for 2011 are quite positive, but only if the Russian economy and currency continue to grow.

At the beginning of 2011, it was announced that it was extending its used car recycling and concessional lending programs. Automakers welcomed this initiative of the Russian government. However, as Ovenden notes, it should be noted that 80% of sales under these programs come from cheap cars from traditional Russian automakers. AvtoVAZ sold the most cars (517,147) in 2010, showing an increase of 48%. At the same time, almost half of them were sold under the state recycling program: according to the automaker, 221,584 cars were sold with a state discount. In the last month of 2010, the car factory sold 49,597 cars, which is 78.3% more than in the same month of 2009, of which 27,160 cars were sold under the recycling program.

In second place in terms of sales in Russia is Chevrolet (116,233 cars for the year and 12,552 in the last month), which increased sales by 11% and 35%, respectively, compared to the same periods last year, followed by Kia, Renault, Ford and Hyundai, sold 104,235, 96,466, 90,166 and 87,081 cars respectively. At the same time, sales of Kia in 2010 increased by 49%, Renault by 33%. Ford sold 10% more vehicles and Hyundai 17%.

Many Japanese brands strengthened their positions by the end of the year. 10,323 Nissans and 575 luxury Infinitis were sold in December, up 108% and 141%, respectively, compared to the same month in 2009. Sales of Mitsubishi increased by 129% in the last month of the year (5314 cars sold), demand for Mazda increased by 85%. Nevertheless, in 2010, Mazda sold 24,926 vehicles - 19% less than a year earlier. Honda sales decreased by 22% (up to 18,159 cars).

Also, 8525 Toyota cars were sold in December, which is 46% more than in the same month last year.

In total, in 2010, the Japanese corporation sold 90,296 Toyota and Lexus cars in Russia, while the demand for luxury cars of the Japanese brand increased by 72%, to 10,981 cars, Toyota sales increased by 15%, to 79,315 cars. Takeshi Isogaya, head of Toyota's Russian representative office, expects that the total Russian car market in 2011 will reach 2.3 million vehicles. Sales of Toyota cars are expected at the level of 115 thousand cars.

“According to our estimates, Toyota's car market share in Russia will amount to about 6% of the total car market in Russia by the end of this year. Sales of Lexus cars in 2011, according to our forecasts, will grow by 45% compared to 2010 - up to 16.1 thousand units. In this scenario, the market share of the Lexus brand in the premium segment in next year will be more than 13%,” he says.

In the luxury segment, most brands finished the year with significant growth. In the Big German Three, Mercedes, which sold 19,724 vehicles (+64%) over 12 months, overtook Audi (18,510 vehicles, +23%), but fell short of BMW (20,584 vehicles and 26% growth). Sales of LandRover increased by 7% (9970 cars per year), while Jaguar (858 cars) went into negative territory by 8%. The performance of the Japanese Infiniti remained practically unchanged (4674 cars in 2010 and 4630 a year earlier), sales of Porsche increased to 1572 units (+24%). Volvo official dealers sold 10,650 vehicles during the year. Thus, sales growth amounted to 54.48% compared to 2009 (6,894 vehicles sold).

The recycling program in 2010 revived the demand for the VAZ "classic", which became the most purchased car model. 136,006 Lada 2105 and 2107 were sold during the year, which is 102% more than in 2009.

It is followed by Priora, Kalina and Samara. The best-selling foreign car was the Ford Focus (67,041), which overtook the Moscow RenaultLogan (62,862) by almost 4,000 cars. According to David Thomas, Chairman of the AEB Automobile Manufacturers Committee, the Russian automotive market may return to the pre-crisis level of 2008 by the end of 2012, with the result of 2.8-2.9 million cars.

The revival of the automotive industry in Russia is evident. This follows at least from the fact that nine out of ten brands included in the "top ten" most popular in the first half of the year are produced at domestic car factories. The international motor show MIAS-2010 held in August 2010 in Moscow became an indicator of the growing interest of the population in cars. A year ago, any exhibition activity in large Russian cities brought only losses, and world manufacturers openly ignored domestic car dealerships, in 2010 things are different. The Moscow Motor Show is again on a par with the largest European auto shows in terms of popularity.

Introduction ___________________________________________________ 3

1. Overview of the car market __________________________________ 4

1.1 general characteristics market ____________________________ 4

1.2 Russian automotive industry ____________________________________ 6

1.3 Imports of passenger cars _____________________ 8

2. Sales analysis ___________________________________________ 9

3. The main sellers in the market______________________________ 11

4. Problems and prospects for the development of the passenger car market _ 13

5. Study of consumer preferences _____________________ 15

Conclusion_________________________________________________ 20

List of sources used ___________________________ 21

Annex_______________________________________________ 22

Introduction

Road transport plays an important role in modern society. Development automotive services today is a prerequisite for a full life of every person.

Road transport is developing qualitatively and quantitatively at a rapid pace. Currently, the annual growth of the world car park is 10-12 million units, and its number is more than 400 million units. Every four out of five cars of the total world fleet are passenger cars.

The rapid pace of development of motor transport has led to certain problems, the solution of which requires a scientific approach and significant material costs. The main ones are: increase bandwidth streets, construction of roads and their improvement, organization of parking lots and garages, ensuring traffic safety and security environment, construction of stations Maintenance cars, warehouses, petrol stations and other enterprises.

The purpose of the study is a comprehensive study of the car market in Novosibirsk.

This goal led to the following tasks:

¾ Give a general description of the market;

¾ Consider trends in the development of the Russian automotive industry and imports of passenger cars;

¾ Analyze car sales volumes;

¾ Identify the main sellers in the market;

¾ Identify problems and prospects for the development of the passenger car market;

¾ Study consumer preferences.

1. Overview of the car market

1.1. General characteristics of the market

However, in general, the first three quarters of this year turned out to be worse for the market in absolute terms of sales than a year ago. In addition, according to the Committee of Automobile Manufacturers of the Association of European Businesses (AEB), for the period January-September 2010, cars were sold 25% less than in the same period last year. It seemed that in 2009, against the background of a deterioration, very much economic crisis and downright general decline in the level of consumption, car companies held on due to the sale of accumulated stocks. Of course, in a growing market, companies sell only fresh cars with minimal volumes of more or less last year's stock.

During the crisis of 2009, the main task of companies was to establish efficient operations in the face of very low sales, get rid of stocks and minimize costs. However, companies that personally invested in the automotive market during this period are now in really good positions. In any case, in today's recovering market, it is very important to have quite starting positions, which in the future will allow capturing a large market share.

The most active policy on the market last year was led by KIA, and today it has a really excellent launch pad for sales growth, while not having an assembly plant in Russia. Perhaps this is one of the few companies whose results in the first quarter have improved significantly compared to the period of 2009. Finally, two-thirds of sales come from the KIA Rio, Sportage and ee'd models, which are quietly among the leaders in their segments.

Another Korean company, Hyundai, although completely lost in relation to last year's sales, these losses (-16%) are not as significant as those of the closest competitors. It seems that in April it will start quite noisy for the company new era on the Russian market: Hyundai opens especially its own full-scale car factory. In 2010, the adjustment of equipment and the production of pilot batches of the C-class car, adapted specifically for the Russian market, will continue. Thus, fully commercial production will start in 2011, then Hyundai will have another “strong” model in our market. Renault is doing well too, with sales growth of +7% in the first quarter of 2010, while the overall market declined.

Very quickly, with the help of a variety of measures, representatives of the premium big German three are recovering from the crisis. By the way, Audi, BMW and especially Daimler's brand Mercedes-Benz (all three companies have an increase in sales compared to sales in the first quarter of last year) feel great. Apparently, their customers have gradually stopped saving on their new cars - a really good sign for the entire economy of the country. Perhaps, however, none of the companies that simply refer to the premium automotive segment have felt the return of money in the field of updating top management fleets and corporate fleets. Worse, sales of Infiniti, Cadillac, Jaguar and Saab have been cut by more than half. The overall result for premium brands in Russia is still minus 13%, which, however, is better than the market as a whole.

Chinese brands are making more and more attempts to gain a foothold in the Russian market. In the end, of the old projects, only Chery models modestly remain on the crest of sales. In general, three quarters of 2010 were very successful for Chery - +62%. Probably, the old-timers of the Great Wall and BYD markets are gradually losing their attention to the special Russian market; however, the Russians soon stopped buying Chinese pickups and jeeps in a good way.

Newer Chinese projects are still successful in the local market. In the first quarter of this year, in general, Vortex cars (the same Chery, only originally from Taganrog) and Lifan were in excellent demand. Indeed, the Geely car sales project has stalled. On the whole, however, Chinese brands managed to sell slightly more cars in 2010 than in the same period a year earlier. Indeed, with a general decline in the market, the growth in sales of very Chinese cars should be carefully considered as more or less a small success.

The trend of strong growth in sales at the beginning of the year, associated not only with seasonal fluctuations, but also with the general economic recovery, gives the right to tentatively assume that the market will slowly grow throughout the year and will amount to 1.5 million new cars. Apparently, the scrappage program, on which the government wisely plans to spend 11 billion rubles, will also help the market a little. Moreover, in the end 2010 may avoid quickly becoming the worst year in the world. recent history of the Russian car market, leaving this unattractive title simply to the crisis year of 2009, when 1.46 million new cars were sold.

1.2 Russian car industry

The production of passenger cars in the Russian Federation at the beginning of 2010, according to statistics, amounted to 1.23 million units. At the same time, qualitative changes have taken place in recent years. Most Russian car factories have abandoned the production of obsolete cars of their own and have begun cooperation with foreign companies. There are several main reasons for this:

· the growth of sales and the availability of car loans provoked an increase in demand for foreign cars with more attractive consumer properties;

Comparable prices for "senior" Russian cars and cheap foreign cars: they are actually offered at the same price;

· the low quality of Russian cars, which did not improve during the “respite” of the Russian car industry during the 1998 crisis. Then he was literally saved by a default, thanks to which the prices for Russian cars became several times lower than imported ones. Further, the influx of used foreign cars was stopped by an increase in customs duties.

The industrial assembly of the world's leading automotive brands at the enterprises of the Russian automotive industry has become a "winch" that pulls statistics Russian industry. Government policy in every possible way contributes to the organization of production in Russia by foreign manufacturers. At the same time, localization requirements for assembly plants foreign manufacturers are reluctant to do so: the actual localization rate for the Ford Focus is 40% instead of the 2009 norm of 50%.

The main reason for the automobile boom in recent years was effective consumer demand: it is quite natural that with the growth of prosperity, consumer preferences shift towards better and more expensive goods. Given the favorable market conditions, many foreign manufacturers have opened assembly plants in Russia: Ford, Renault, BMW, KIA, Chery, Hummer, Chevrolet, Cadillac, Hyundai, SsangYong, Fiat, Chevrolet, VW and Toyota.

Toyota opened a car assembly plant in St. Petersburg. Volkswagen opened an assembly plant in Kaluga in 2007. DaimlerChrysler has not ruled out the possibility of organizing an assembly plant in Russia for a long time. The new Mitsubishi plant is located near St. Petersburg.

Of course, the financial crisis has made certain changes in the plans of automakers. Some of them announced the freezing of their production projects. And yet, in the long term, most manufacturers do not intend to seriously change their plans for Russia. By Western standards, the degree of penetration of automotive products in Russia is now at a low level.

1.3 Imports of passenger cars

According to customs statistics, 1,445,000 cars were imported in 2010, which is 40% more than in 2009. In monetary terms, imports grew by 49% and amounted to $18,780 million.

Automotive Market Research

Introduction

2.1 Characteristics of JSC "UAZ"

Conclusion

Bibliography

Applications

Introduction

The relevance of the topic under consideration lies in the fact that at present the automotive market plays the leading role in the development of both mechanical engineering in general and transport engineering in particular.

The automotive industry of the world is a capacious and very significant sector of the world economy and international business, because these are not only cars themselves, but also a variety of car maintenance products, as well as, to a large extent, the market for the production and sale of auto parts. The automotive market has a number of related markets and industries, from the most closely adjacent (the market for car parts and blocks and the oil industry) to the less obvious (road construction, the production of car accessories, etc.).

The car provides high human mobility, labor efficiency, determines the modern way of life of society. It is an indicator of the level of provision with material resources as individual person(its owner), and society or the state as a whole.

An important feature of cars is their adaptive capabilities, in particular, with regard to integration in a single transportation process with other modes of transport: water (ferries, ships for horizontal loading and unloading of goods, etc.), railway (platforms, trailers) , aviation (heavy-duty aircraft). In this case, the transportation of not only wheeled vehicles, but also containers, as well as other types of cargo items is used. As a result, the contribution of road transport to the formation of a single world transport system quite large.

The object of study of the course work is the automotive market of the Russian Federation and the world.

The purpose of the course work: to explore the automotive market in Russia and the world over the past few years.

Objectives of the course work:

· Define the automotive market;

· Consider the structure of the automotive market;

· Analyze car sales data in Russia and the world over the past few years;

· Analyze Current state automotive market JSC "UAZ".

The course work will consider the emergence of the automotive market, its structure, car sales over the past few years in Russia and the world, sales of cars by UAZ OJSC over the past few years.

car market sale car

Chapter 1. Automotive market in Russia and the world

1.1 History of the automotive market

Among the names of inventors, Leonty Lukyanovich Shamshurenkov (1687-1758), a palace peasant from the Kazan province, who in 1752 created a four-wheeled carriage driven by the muscular strength of two people, should be one of the first to be named. Intensive searches for new modes of transport were carried out in more developed countries West.

Russian self-taught mechanic Ivan Petrovich Kulibin (1735-1818) back in 1791. made a pedal cart-scooter. In it, he used a flywheel, gearbox, rolling bearings, brakes, steering gear. Thus, Kulibin's wagon, set in motion by a man standing on the back, contained a number of new technical improvements that were first used in the history of technology.

The practical use of a car as a vehicle begins with the advent of a fundamentally simpler, more compact and economical internal combustion engine (ICE).

Experiments to create cars, steam cars and electric cars took place in different countries on different scales. In 1769-1770. the French inventor J. Cugno built a three-wheeled tractor for moving artillery pieces. The Cugno cart is considered the forerunner of not only the car, but also the steam locomotive, since it was powered by steam. Steam carts for ordinary roads were also built in England and Russia, but they were heavy, inconvenient to use and therefore not widely used.

The appearance of a light, compact and sufficiently powerful internal combustion engine opened up wide opportunities for the development of the car. In 1885, the German inventor G. Daimler, and in 1886 his compatriot K. Benz began the production of the first self-propelled carriages with gasoline engines. A significant contribution to the widespread use of road transport was made by the American inventor and industrialist G. Ford. Automobiles appeared in Russia at the end of the 19th century.

The first domestic car made at a domestic plant was the famous RussoBalt , which rolled off the assembly line on May 26, 1909. Thanks to successful performances in races (Petersburg-Riga-Petersburg in 1909), rally (ninth place in the absolute standings of the Monte Carlo rally in 1912), runs (military test run in 1912 and run across Africa in 1913), RussoBalt cars received reputation for reliability and durability. The car showed excellent results, it was awarded the Endurance Cup, the Russian car was recognized as the most reliable in the world. Actually, this car was held in high esteem precisely because it showed decent results. As a result, from 1909 to 1918, the Russian-Biltic plant made 625 cars, an average of about 150 cars a year, which exceeded the performance of, for example, Rolls Royce or Opel .

The first serial car was a truck. It was a modernized Fiat-15 , dubbed "AMO-F-15 . In the early thirties, serial production of cars and trucks "GAZ-M-1" was launched. , designed on the basis of the American "Ford-A .

The resumption of a truly domestic auto industry occurred after the war. "Victory or GAZ-M-20 was created in 1943. The very silhouette of "Victory developed by a young designer Veniamin Samoilov. In 1945, the prototype was shown to Stalin.

A mass production started in 1946. year. "GAZ-M-20 became the world's first mass-produced car with a "wingless" body. On "Victory" for the first time, electric direction indicators and brake lights, high and low tones sound signals appeared. "Victory served as a role model for foreign designers. In particular, the English "Standard Vanguard 1947 was almost an exact copy. "GAZ-M-20 turned out to be the first car of the Gorky Automobile Plant, produced for export.

However, almost side by side with Pobeda, AZLK began the hasty production of the pre-war Opel-Kadet , which received in a slightly modernized version the name "Moskvich-400 .

Since 1960, the production of "Zaporozhets-965" , in which elements of European cars were combined: Fiat-600 and Volkswagen Beatle . The first model of domestic "Zhiguli" , the so-called "penny", was copied from the "Fiat-124 . To arrange the release of "Zhiguli , for the first time in the history of the domestic automobile industry, they decided to purchase a whole plant for the production of passenger cars abroad. And the car itself was equipped with Polish-made shock absorbers, Bulgarian-made batteries, various devices, fittings and a Hungarian-made receiver.

NIVA became the unsurpassed Russian "all-terrain vehicles" (it is actively exported, especially in mountainous countries) and UAZ. This is understandable, considering natural conditions(Unfortunately, here you can add the quality of the roads). But already the latest model of UAZ - Patriot - is assembled largely from imported parts, and "Niva produced at the Chevrolet plant.

1.2 Composition and structure of the automotive market

Automotive market definition

In order to give an accurate definition of the automotive market, it is necessary first to determine the general economic concept market. The following are several definitions of the concept of "market" in economic theory.

The market is a way of interaction between producers and consumers, based on a decentralized, impersonal mechanism of price signals.

Market - aggregate economic relations based on mutual agreement between market entities regarding the transfer of ownership of goods or the possibility of receiving services.

Market - a set of conditions due to which buyers and sellers of a product (service) come into contact with each other in order to buy or sell this product (service).

Analyzing the above, we can conclude that the market as economic category has two main components:

market entities.

The subjects of the market are consumers/buyers (representatives of demand) and producers/sellers (representatives of supply).

Product - anything that can be offered in the market to attract

attention, familiarization, use or consumption and that can satisfy the need or requirement. A good can be a tangible object, a service or an intangible object (for example: patent, copyright).

Given all of the above, we can give the following definition of the automotive market:

The automotive market is a set of economic relations due to which the interaction of market entities takes place in order to

exchange of finished vehicles for cash or cash equivalents.

The product of the automotive market is a finished car. A completed vehicle is a motor vehicle with more than two wheels that is capable of being driven without additional modifications to its design.

Thus, the goods of the automotive market cannot be considered, for example: motorcycles, etc., individual car units and spare parts.

The car, as a commodity, must meet the needs or requirements of the buyers of the automotive market. In marketing, there are three forms of manifestation of consumer desires:

A need is a person's lack of something necessary.

A need is a need that has taken a specific form in accordance with the cultural level and individuality of a person.

A request is a need that a person is able to fulfill due to his financial capabilities.

Due to the fact that each person has his own individuality and a limited material resource, it can be said that in market conditions The desires of buyers are manifested only in the form of requests.

Definition of the industry market and the time interval of the study

The automotive market as a whole is divided into two large groups with fundamental differences:

Private car market;

The market for commercial vehicles is: buses, trucks, special equipment, etc.

At the present stage of market development, there is a trend towards a decrease in the share of domestic cars and an increase in the number of cars of foreign brands assembled in Russia. The specificity of the analysis lies in the study of the automotive market in Russia and the world, as well as the analysis of the domestic brand on the example of the Ulyanovsk Automobile Plant.

Time period: 2010-2013. This time period was accepted for research, since the current state of the automotive market is of greatest interest.

Market geography

The largest concentration of dealerships is in Moscow and the Moscow region, as well as in St. Petersburg. Absolutely all brands of foreign companies are presented here. The Central region is the leader in sales. That is why the "conquest" of the Russian automotive market begins with it.

Market structure

The world and Russian market of new passenger cars can be represented as the following scheme of the movement of the finished car:

Car Manufacturer→Importer→Dealer→Subdealer→Buyer

Thus, the market under consideration is characterized by a two- or three-level distribution system from the producer to the final consumer. It should be taken into account that when organizing production in Russia, the supply chain is reduced by eliminating the "importer" link. It is rather difficult to find out the number of importing companies, due to the "closed" nature of this sector. It is worth remembering that some automakers use the services of several importers to spread the risks.

Subjects of the industry market

Subjects of the branch market:

Buyers. The buyers of this market are individuals and legal entities. Most of individuals, individual citizens, buy a car for personal use. Some use it for profit: private transportation, organization of excursions, etc. A potential buyer is every citizen of the country who has reached the age of 18. Legal entities acquire transport in order to ensure greater mobility and independence of their business, as well as to organize a passenger transportation business.

Sellers, dealers, importers. The sale of passenger cars by individuals is widespread mainly in the segment of used cars, but there is also a small percentage of new cars - these are models and brands that do not enter Russia through official channels. The vast majority of cars are sold by specialized institutions - car dealers. All dealers are required to conclude an agreement with the official representative office, and have the right to count on support. However, in exchange for the right to sell cars of a particular brand, dealers acquire the obligation to conduct business in compliance with the corporate standards of the brand and fully assume all related costs. In addition to official dealers, there are so-called "gray" dealers on the market who sell cars under certain brands, but do not have an agreement with the official representative of the companies. Often "gray" dealers use the logos of car companies in the design of salons, although this is illegal.

The process of entering each new model on the domestic market and the subsequent delivery of goods to the territory of our country are fraught with great difficulties. To obtain permission to sell a new car model, it is necessary to pass its certification, and this is an expensive procedure. Delivery of a car to a client, unless of course it was assembled in Russia, is fraught with difficulties in crossing the border. All these costs are beyond the power of a single dealer.

Official representative offices always bear the cost of certification. The organization of the flow of ordered cars through customs barriers falls on the "shoulders" of importing companies. There may be several, depending on the policy of the automaker. Most Western companies have now switched to centralized supplies, that is, one importer. At the same time, the importing company is not prohibited from having its own dealer networks.

Product differentiation

The main product of the market under consideration is a ready-made passenger car.

The product is designed to meet the needs of a person in movement, and related needs: communication, communication, independence, style, status, whim. Additional goods here may be: branded accessories from the company, not provided by the official supplier of "improvement" of the car - tuning, installation of anti-theft systems, car insurance and car loans.

The product in the market under consideration belongs to the group of consumer and not food products. In terms of purity of demand - goods of rare demand, with a pronounced trend towards a decrease in the period between purchases.

Only public and commercial vehicles can serve as a substitute product in this market. common use. His position is especially strong in major cities crowded with cars and with a developed public transport structure.

When moving over long distances, a passenger car is inferior to railway transport in terms of cost, but wins in terms of convenience. Air transport is much faster. Motorcycles and bicycles can compete with cars only in countries with a hot climate and not high level life, to which Russia does not apply.

Buyers often purchase another product along with the car - service maintenance. Official dealers recommend that their customers contact their car dealerships for any repairs. However, sometimes repairs at an unauthorized service are cheaper and of similar quality. Initially, the buyer is forced to contact only official dealer until the end of the warranty period, otherwise the manufacturer's warranty will be void.

Market conditions

Market conditions (segmentation). The most common classification of goods in the passenger car market is the criterion for the size class of the car. According to the common European classification, there are:

· "A-class" - small cars, length: up to 3.6 m;

· "B-class" - compact cars, length: 3.6 - 4.2 m.;

· "S-class" - middle class, length: 4.2 - 4.4 m;

· "D-class" - family cars, length: 4.4 - 4.7 m;

· "E-class" - business class, length: 4.7 - 5 m;

· "F - or S-class" - representative cars, length: more than 5 m;

Two major trends can be noted. Firstly, with each new generation of their models, car companies increase their overall dimensions, trying to provide a greater level of comfort than competitors. Thus, machines move to the next size class. One example: the modern Volkswagen Polo class "B" even slightly exceeds the size of the first generation of the Golf model - the ancestor of the "C-class". Secondly, automakers strive to satisfy as many customer needs as possible with one car, which leads to the emergence of models at the junction of classes. The most striking example of "Nissan Qashqai", located at the junction between "C-class" cars, minivans and SUVs, is a new type of SUV (Sport Utility Vehicle). Unprecedented success this car allows us to judge that interclass cars will appear more and more. Almost all size classes are divided into types according to the type of car body. Types of cars by body type:

· sedan;

· 3-door hatchback;

· 5-door hatchback;

· station wagon;

· coupe;

· cabriolet;

· roadster;

· microminivan;

· minivan;

· veins;

· compact SUV;

· SUV.

At the present stage, one can note the emergence of new types of bodies: at the junction of a coupe and a sedan - the Mercedes-Benz CLS model. Further, it is necessary to segment the market on the basis of price, since due to the high cost of the car, this indicator is decisive. The following categories can be distinguished:

· up to $15.000

· from $15.000 to $25.000

· from $25.000 to $45.000

· from $45.000 to $80.000

· over $80.000

The category to which a particular model belongs depends on the size class of the car and the strategy of the manufacturer. The combination of parameters of the size class and body type is aimed at meeting the individual needs of various categories of the population. When combining the above combinations, the highly specialized needs of people with a high financial position are satisfied.

Car advertising has its own characteristics, like all industry products. The main feature is in the targeting and image creation, in contrast to the "information noise" used in the promotion of many consumer products.

There is also a peculiarity of dissemination of information "by word of mouth". The fact is that it makes no sense for marketers to influence this segment: the same car can cause completely different sensations for each person. Unity of opinion is achieved only on the issue of reliability of its operation.

Now it’s not a car for sale, and not even “not a sample of a modern technical progress", and the idea is a philosophy. All Western companies build their marketing campaigns on the basis of a single "slogan" that reflects the philosophy of the brand: Ford - "Towards change", Toyota - "Drive the dream". The "slogan" has changed - the positioning of the brand has also changed.

Some features of the promotion of cars:

· Advertising on television: only federal or regional channels, rating time, profile programs, film screenings, sports.

· Radio - specialized radio stations.

· Press - federal level: automobile magazines, magazines about business and finance, sports, geography and nature, less often in "ladies" magazines; almost non-existent in black and white editions. They often publish their own editions.

· Outdoor advertising: streamers, posters, etc.

· Particular attention is paid to the design of dealerships in a corporate style and the abundance of information media: leaflets, price lists, catalogs, souvenirs, business cards, etc.

· Internet: own websites of manufacturing companies, advertising on specialized portals.

· Direct marketing: creating clubs of fans of a particular car brand, club cards and privileges, events, contests, regular mailing lists.

Automakers are trying to reduce the budgets for advertising in traditional media, and increase - for advertising on the Internet. According to experts, this is primarily due to a change in the behavior of car buyers. In search of their car, they study less traditional media and spend more and more time on the Web. Similar trends are inherent in other markets.

The state of the automotive market in the world

Table 1 "Sales of passenger cars in the world":

Segments in 2011, million units 2012, million units 2013, million units Worldwide car sales58.8961.8764.47Canada1.591.681.69USA12.7314.4015.00Germany3.173.083.14Russia2.652.933.08China10.0410.6511.75

As a result, we can say that the largest volume of sales among competitive countries is observed in the USA (2011 - 12.73 million, 2012 - 14.40 million, 2013 - 15.0 million) and China (2011 - 10 .04 million, 2012 - 10.65 million, 2013 - 11.75 million). Russia also occupies a good position in the global car market (2011 - 2.65 million, 2012 - 2.93 million, 2013 - 3.08 million). In addition, it should be noted that in all countries there is a significant increase in car sales, and this indicates the presence of demand and an improvement in the quality of the automotive market as a whole.

Table 2 "Growth rate of cars sold in the world":

Indicator name: 2011, mln. 2012, million units 2013, million units 2011/2012 Growth Rate 2012/2013 Growth Rate, % Worldwide Auto Sales58.8961.8764.475.06%4, 20%Canada1,591.681.695.66%0.59%USA12.7314.4015 .0013.11%4.16%Germany3.173.083.14-2.84%1.94%Russia2.652.933.0810.56%5.11%China10.0410.6511.756.07%10.32%

Calculations:

Tpr \u003d Tr% - 100%

The state of the Russian automotive market

Over the years, Russia has become an increasingly prominent player in the global market. The automotive industry is no exception.

Moscow now accounts for just over 10% of the Russian fleet and about 20% of the Russian car market. Another 6.2% of the park and 8-10% of the market falls on the share of the Moscow region. More than 30% of foreign cars sold on the Russian market are annually registered with the Moscow traffic police. Despite the annual shift in the share of sales in favor of the regions, for a number of foreign brands (mostly the most expensive), the share of Moscow still exceeds 50%. The Moscow market is also a "transit" market for the regions adjacent to Moscow. A significant part of buyers from regions bordering or located within a radius of 300-600 km from Moscow (Tula, Vladimir, Tver, Smolensk, Kaluga, Ryazan, Yaroslavl, Ivanovskaya, etc.) purchase new cars in the capital.

The state of the Russian automotive market for 2011-2013 has improved. The total volume of sales of cars of all types and all segments by source of origin (traditional Russian brands, Russian-assembled foreign cars, new imports and used imports) amounted to 2.65 million units in 2011, and 2.93 million units in 2012. , in 2013 3.08 mln.

The share structure of the market of cars (by origin) in each of the three sectors (cars, trucks and buses) changed during the year in accordance with the regularity inherent in each sector. Comparison of the structure of the passenger car market by origin over the past two years revealed the following changes. Absolute sales growth was noted in all market segments. In addition, the Russian passenger car market is distinguished by a high level of division into models, which characterizes its relative development, but creates problems in competitiveness in terms of production scale.

Table 3 "Sales of new light commercial vehicles in Russia":

Month 2010, pcs. 2011, piece January74 002127 977Feb91 930165 898March126 938224 495April165 565235 473May159 022235 170June176 026246 429July177 410225 524August169 987224 764September 187 057235 909October 189 516240 865November 190 133239 490December 205 208251 414Total: 19127942653408

As a result, we can say that sales of new light commercial vehicles in Russia increased significantly in 2011 compared to 2010. In total, in 2011, sales increased by 740,614 units compared to 2010. This indicates the competitiveness and stable position of Russia in the automotive market.

Table 4 "Growth rate of sales of new passenger cars in Russia":

Indicator name: 2010, pcs. 2011, piece Growth rate 2010/2011, %January74 002127 97,772.93% 17047.88% June176 026246 42939.99%July177 410225 52427.12 %August169 987224 76432.22%September187 057235 90926.11%October189 516240 86527.09%November190 133239 49025.95%December205 208251 41422.51%Total: 1912794265340838.72%

Calculations:

Тр = Y2/ Y1 * 100%, where Y1 is the base period, Y2 is the reporting period.

Tpr \u003d Tr% - 100%

As a result, we can say that the growth rate of sales in 2011 compared to 2010 is quite high. This indicates a significant increase in demand for goods from the Russian automotive market.

Chapter 2. Car market research on the example of UAZ OJSC

2.1 Characteristics of JSC "UAZ"

The history of the development of JSC "UAZ"

During the Great Patriotic War <#"justify">· Panorama "UAZ";

· People's newspaper;

· Russian newspaper.

The mission of OAO "UAZ": to be a leader in Russia and in the markets of developing countries in the production and sale of reliable low-tonnage off-road vehicles.

The course work presents: a balance sheet, a statement of financial results, the average number of employees. [cm. Appendix A]

UAZ produces multifunctional machines, they will become a good assistant in work and are suitable for lovers of outdoor activities. UAZ vehicles can solve the problems of transporting people and goods on bad roads and in their complete absence.

The UAZ automobile plant simply knows how to apply the technological positives and succeeds with the help of efficient production at the lowest cost.

Advantages of the automobile market of JSC "UAZ"

The Ulyanovsk Automobile Plant has been producing UAZ vehicles for more than 70 years. On different roads, regardless of the season, in different climatic conditions, in winter - with frost - 45 degrees and in summer - with heat of +45 degrees, this car can drive with leading front and rear axles. Therefore, a UAZ car is a car - an all-terrain vehicle. Now the Ulyanovsk Automobile Plant produces more than 40 varieties and modifications of UAZ. The latest UAZ models have reached the same level as the world-famous foreign vehicles "Jeep", capable of driving on complete impassability. Thus, UAZ vehicles are designed to move along a rural road, but have a comfortable interior, beautiful appearance that meet the requirements of the modern consumer. UAZ is an all-terrain vehicle, as it is designed to drive on a damp, swampy, difficult road. It is the UAZ that is designed specifically for harsh climatic conditions, it can withstand winter frosts and summer heat.

Advantages of UAZ cars:

UAZ is an all-terrain vehicle, as it is designed to drive on a damp, swampy, difficult road.

UAZ is designed specifically for the harsh climatic conditions of our republic, it can withstand winter frosts and summer heat.

For residents of rural areas, the UAZ car is most suitable, as it has a high cross-country ability, market price corresponds to the income of a rural worker and you can easily get spare parts for this machine.

Industry risks of OAO "UAZ"

JSC "UAZ" carries out its business activities in the domestic and foreign markets, and therefore it is inherent in the risks associated with domestic and foreign market conditions. The main risks of the production and sale of vehicles by JSC "UAZ" include:

· decrease in loyalty of end buyers of finished products;

· significant dependence of the automotive market on the socio-economic situation in the country, the level of consumer expectations and the availability of car loans;

· moral obsolescence of the manufactured model range and dependence on the successful results of new research and development projects carried out by UAZ OJSC and financial restrictions on their implementation;

· increased competition in the automaker market;

· reduction in price advantage due to rising prices for raw materials;

· core wear production assets;

· an increase in import duties in exporting countries, an increase in transport tariffs;

· decrease in consumer demand and increased competition in the sales markets.

Automotive production is also dependent on related industries, including the production of chemical components, metal, rubber products. Changes in the market situation in these industries also affect the main production activities OAO UAZ.

To reduce sectoral risks in the automotive industry, UAZ OJSC plans to promptly respond to changes by analyzing and developing measures to eliminate the negative impact, in particular, to carry out the following activities:

· development of new car models, as well as modernization of the existing model range in order to improve the consumer qualities of products and ensure compliance with the requirements of quality, environmental friendliness and safety standards;

· implementation of a cost reduction program, including the search for alternative suppliers of high-quality and inexpensive materials and components;

· conclusion of long-term contracts with suppliers of raw materials and components in order to optimize costs over time;

· modernization of existing production facilities.

Status of JSC "UAZ"

Despite the absence of obvious new products in the model line, the Ulyanovsk Automobile Plant ended 2013 with a record sales of cars sold on foreign markets. According to the data of the enterprise, 10421 cars were shipped for export. This is 37% more than in 2012. UAZ vehicles were delivered to 20 countries.

The basis of supplies, as you might guess, were UAZ Patriot off-road vehicles. The volume of their sales in 20 world markets increased by 25% compared to 2012. At the same time, in Russia the most popular product of the enterprise went into the red. For 12 months of the past year, our "patriotic" farmers and hunters purchased 5% less UAZ Patriot than a year earlier.

Export sales of another model, the UAZ Pickup, grew by 7%. This type of body was more actively preferred at home. This is evidenced by the fact that in 2013, thanks to the efforts of compatriots, 9% more UAZ Pickup was purchased than in 2012.

In recent years, the number of cars exported abroad has grown. Russian Federation. The number of cars sold in the domestic market decreased in 2013 by 10,817 units compared to 2012. [cm. Appendix B]

As the press service of the Ulyanovsk Automobile Plant informs, the main growth in sales fell on non-CIS countries, where sales volumes increased by 25%. At the same time, the growth in the number of cars sold in the CIS countries amounted to more than 17%. In the coming year, the company intends to turn its eyes towards such markets as the countries of Latin America, Africa, Southeast Asia and the Middle East.

Sales of new passenger cars and light commercial vehicles in Russia in the first month of 2014 decreased by 6% compared to January 2013. Dealers sold 152,662 vehicles. A slight decrease in sales may indicate a glut in the state of the automotive market at the moment.

2.2 Analysis of the car market of OAO "UAZ"

Table 5 "Sales volumes of OJSC "UAZ" in the respective segments":

Relevant segments: 2010, pcs. 2011, piece 2012, piece Share (2012), %SUV (SUV) 23 24228 22929 12948.0% Pickup truck1 4792 4973 6396.0%LCV (Light commercial vehicle) 13 29617 97316 01626.4%MPV (Minibus) 11 0268 4491 1 86919.6% Total: 49 04357 14860 653100%

The table shows that the largest share is occupied by SUVs (48%), followed by light commercial vehicles (26.4%), minibuses account for even less (19.6%), and the smallest share is occupied by a pickup truck (6%). From this we can conclude that the automobile market of OAO "UAZ" focuses on off-road vehicles.

Table 6 "Growth rate of sales of JSC "UAZ" in the relevant segments":

Indicator name: 2010, pcs. 2011, piece 2012, piece Growth rate 2010/2011, % Growth rate 2011/2012, %SUV (SUV) 23 24228 22929 12921.45%3.18%pickup1 4792 4973 63968.83%45.73%LCV (light commercial vehicle) m) 13 29617 97316 01635.17% -10.89%MPV (minibus) 11 0268 44911 869-23.38%40.47%Total: 49 04357 14860 65316.52%6.13%

Calculations:

Тр = Y2/ Y1 * 100%, where Y1 is the base period, Y2 is the reporting period.

Tpr \u003d Tr% - 100%

Analyzing the data in the table, we can say that the growth rate of all cars decreased in 2011/2012 (6.13%) compared to 2010/2011 (16.52%). The growth rate of pickups decreased in 2011/2012 (45.73%) compared to 2010/2011 (68.83%), SUVs in 2011/2012 (3.18%) compared to 2010/2011 (21 .45%) and light commercial vehicles in 2011/2012 (-10.89%) compared to 2010/2011 (35.17%). On the other hand, the growth rate of minibuses increased in 2011/2012 (40.47%) compared to 2010/2011 (-23.38%).

2.3 Prospects for the development of JSC "UAZ"

During 2014, the Ulyanovsk Automobile Plant will continue to modernize the production site, introduce new technologies and improve the cars produced.

According to Director General OAO "SOLLERS" and OAO "UAZ" V.A. Shvetsov, the enterprise will create universal production capacity, which will allow launching the production of a new line of cars under the UAZ brand, as well as organizing the potential production of cars of foreign brands.

In February of this year, a new technological line for the preparation and cataphoretic priming of bodies, manufactured by the German company EISENMANN Anlagenbau GmbH & Co., was put into operation at the plant. All equipment is designed taking into account environmental requirements and the possibility of further modernization. All materials used, which are supplied by PPG-Helios and Henkel, also meet high modern requirements. The design capacity is 105 thousand vehicles per year, which allows processing not only the entire UAZ model range, but also the car bodies of potential partners.

Another of the innovations is the modernization of a large stamping complex. The installation of the new stamping line will make it possible to manufacture parts for modern Patriot vehicles, which will continue to be produced until 2020. It is planned that a new press line will be installed and assembled at UAZ, which will allow manufacturing parts for the new model range according to the latest automotive standards - stamping the entire sidewall. This will be a breakthrough both in terms of work organization and quality, and most importantly, it will lay the foundation for the production of the future line of cars of the Ulyanovsk Automobile Plant.

It is also planned to create a single logistics center at the plant. To this end, in January 2014, all warehouses were reorganized and concentrated around the assembly line, which will make the production structure more manageable, and inventory accounting and storage more efficient.

Today's UAZ is located on 312 hectares, and it is simply unprofitable to maintain such an area. The movement towards concentration of production on smaller sites implies the need to part with part of the territory. Vadim Shvetsov noted that the modernization of the enterprise will entail shrinking the plant to the perimeter of a standard car production - from 312 hectares to 50.2 hectares, which will allow it to meet modern requirements for the architecture and design of modern car production. It is planned that the territory of the enterprise will be divided into six zones: the plant itself with an area of 50.2 hectares, residential development "West" (73.5 hectares), metallurgy zone (33.5 hectares), "East" (56.15 hectares) , a public and business zone with an area of 39.85 hectares and auxiliary territories (58.8 hectares). At the same time, it is planned to create 4,331 vacancies, including about 1,500 new high-tech jobs. The program is designed for 6 years. Part of the area will be occupied by an industrial park.

Currently, the Ulyanovsk Automobile Plant produces 240 vehicles per shift. It is planned that upon completion of the modernization, the annual production volume will be 105,000 vehicles per year.

The new "Patriot" will be produced every year, and the changes will affect both the interior and exterior, as well as the chassis and aggregates. "The new Patriot will be launched in the fall with a completely different level of quality. The changes will affect the entire model range, which, as it is modernized, will replace the old models. The Patriot family is represented by three models: the Patriot itself, the Pickup truck and the Cargo truck" with a carrying capacity of 800 kilograms.Recently, cars are equipped with a German LUK clutch and a Korean transfer case DYMOS.There are two types of ZMZ engines to choose from: a 2.7-liter gasoline and a 2.3-liter diesel.

Conclusion

The automotive market in Russia is gaining momentum every year. The reasons for the car boom are clear - citizens' incomes are growing, and a car in Russia is still considered an element of prestige. Moreover, many people buy transport of a class above what they can afford.

The reasons for this excitement are not only in the growth of incomes of the population, although it is also present. According to Rosstat, the share of people who can easily buy durable items has increased. Car loans continue to grow as well. In the struggle for new customers, banks, together with car dealerships, offer new preferential programs. But another unexpected reason is the sharp rise in real estate prices.

Many citizens who were saving up for an apartment realized that they could not keep up with the prices. Some of them save money, waiting for a collapse in the real estate market, and some, in desperation, buy a good car, wanting to at least improve the quality of life. This means that in the near future there will be no recession in the car market.

The course work examined: the structure of the automotive market, car sales in Russia and the world over the past few years, the current state of the automotive market of OAO UAZ.

Bibliography

1.Course of economic theory, ed. prof. Chipurina M.N. and prof. Kiseleva E.A. - Kirov: ASA, 2006. - 832 p.

2.Kotler F., Armstrong G., Saunders D., Wong V. Fundamentals of Marketing. - M.; St. Petersburg; К.: Williams Publishing House, 2006. - 944s.

.Schwartz A. Car and construction of civil society in Russia. Magazine "Money". No. 17 2010.

4. Mechanical engineering of Ukraine and the world "Russia: the state of the automotive market is improving, 2011-2012", #"center"> Applications

Annex A

Table 1 "Balance sheet":

Name of the indicator in 2011, thousand rubles 2012, thousand rubles 2013, thousand rubles 1234 Asset I. Non-current assets Intangible assets504442553 Research and development results177 348194 827227 427 Intangible prospecting assets --- Tangible exploration assets --- Fixed assets5 392 0795 351 1785 588 349 including: Capital investments in progress 317 916278 116438 275 Profitable investments in material assets30 31830 7149 842 Financial investments2 642 1487 111 2888 852 267 Deferred tax assets-9 30823 325 Other non-current assets56 47442 54724 759 Total for section I8 298 87112 740 30414 726 522II. Current assets Inventories1 452 7921 631 917813 323 Value added tax on acquired valuables107 286100 441175 674 Accounts receivable6 907 66211 456 7208 488 112 Financial investments (excluding cash equivalents) 6 783 65 378 92327 575Cash and cash equivalents508 507197 4641 716 175Other current assets16 99913 34917 136Total section II15 776 89913 478 81411 237 995 BALANCE24 075 77026 219 11825 964 517 Liabilities III. Capital and reserves Authorized capital 4 142 6574 142 6574 142 657 Treasury shares --- Revaluation of non-current assets3 339 1483 297 9533 264 509 Additional capital --- Reserve capital414 266414 266414 266 Retained profit3 708 3214 735 1123 687 883Total for Section III11 604 39212 589 98811 509 315IV. Long-term liabilities Borrowed funds2 003 0003 733 5955 571 758 Including interest on borrowed funds---Deferred tax liabilities43 335--Estimated liabilities---Other liabilities---Total for Section IV2 046 3353 733 5955 571 758V. Short-term liabilities Borrowed funds5 584 1592 004 1664 357 Including interest on borrowed funds10 2714 1664 357 Accounts payable4 631 3207 483 2438 369 603Deferred income --- Estimated liabilities209 519408 09 6509 471Other liabilities453013V10 total 425 0439 895 5358 883 444BALANCE24 075 77026 219 11825 964 517

Table 2 "Statement of financial results":

Name of the indicator in 2011, thousand rubles 2012, thousand rubles 2013, thousand rubles Revenue 26,400 51,127,931 41,426 191,901 Cost of sales23,452 54,325 225 16,323 480,614 Gross profit (loss) 2,947 9,682 706 2,512 711,287 Selling expenses383 259,370 254490 177Administrative expenses1 160 7261 047 8571 259 641Profit (loss) from sales1 403 9831 288 140961 469Income from participation in other organizations2046 640301 033 Interest receivable980 059258 1184 189 Interest payable1 001 161677 926648 633Other income4 609 8593 477 6773 715 431Other expenses5 066 1853 193 7745 330 553 Profit (loss) before tax926 5751 198 875997 064 Current income tax519 284264 89794 584 including permanent tax liabilities (assets) 270 18227 013276 497Change in deferred tax liabilities15 42910 3853 722Change in deferred tax assets48 35841 75021 222Other3 9975176 525Net profit (loss) 467 081985 5961 08 0 673

Table 3" Average headcount workers":

Indicator 2011, people 2012, people 2013, people Average number of employees9 6428 7368 088

Research Company "GRIFON-EXPERT" has vast experience in marketing research of the automotive market in Russia and abroad.

We solve the following tasks:

Study of price elasticity of demand: Analysis of price elasticity of demand. Analysis of cross elasticity (among the Customer's cars and cars of competitive brands).

Information collection method: .

Analysis of market prospects for cars of a particular brand in the Russian market.

Information collection methods:,.

Evaluation of the work of dealerships: the quality of sales in dealerships and after-sales service.

Information collection method: .

Analysis of the cost of ownership of passenger cars, commercial vehicles and cars of competitive brands segments: passenger cars and commercial vehicles.

Information collection method: .

Participation in major events dedicated to the automotive industry

Director of the Research Company "GRIFON-EXPERT" Alexander Petrenko is a permanent speaker at the Annual International Conference on Attracting Investments in the Production of Automotive Components.
At the AutoInvest 2016 and AutoInvest 2017 conferences, Alexander Petrenko shared his experience in conducting marketing research on the Russian and foreign automotive markets and spoke to Russian and foreign automakers with reports: "How to enter foreign automotive markets. Workshop for Russian automakers", "Peculiarities of conducting marketing research of foreign automotive market".
In addition, Alexander Petrenko and the company's analysts act as experts in other events and printed publications dedicated to the automotive industry.

Analysts of "GRIFON-EXPERT" have developed a unique author's Mix-method of conducting marketing research using the Car Clinic method, which is designed to study new and existing car models among various target segments and compare it with competitive brands. includes both "qualitative" methods of research (focus groups, blind testing, natural groups, in-depth interviews) and "quantitative" methods (personal interviews with consumers), in addition, test drives are provided so that participants studies could evaluate the car in dynamics.
The unique research methodology of the Car clinic is modified by the analysts of the company "GRIFON-EXPERT" depending on the features and specifics of the cars and the market being studied, as well as your wishes.

The result of the study Car clinic

The author's methodology of IK "GRIFON-EXPERT" is a detailed study of the perception of the car by target consumer groups from all sides (technical characteristics, design, interior), identifying the advantages and disadvantages of the tested car in comparison with competitors, as well as the opportunity to see with your own eyes the reaction of a new potential consumer for a particular brand of car.
As a result, you receive information that allows you to make successful management decisions in the following difficult questions: how to bring a car to foreign markets, how to increase sales on Russian market what needs to be improved in future models, how to promote and position the car, how to choose a favorable pricing policy, how to establish service and maintenance, and many others.

The ability to combine different methods of collecting information, depending on the objectives of the study

Our experience of similar studies

The research company "GRIFON-EXPERT" has the only experience in Russia in conducting marketing research using the Car-clinic method in Russia, the countries of the European Union, the Middle East and Asia.
In total, more than 20 marketing studies were conducted using the Car clinic method. More than 10 new models of various cars were tested among the target audience.

Based on the results of the research conducted, IC "GRIFON-EXPERT" received Thanksgiving letters from leading Russian manufacturers of commercial vehicles and .

Experience in conducting automotive market research:

November 2018 - January 2019 - testing of the new interior of LADA Vesta.

August 2018 - November 2018 - study of attitude to the GAZ brand.

June 2018 - August 2018 - study of the conversion of consumers of all-wheel drive trucks.

December 2017 - January 2018 – marketing research of the market of special passenger vehicles (SPTS, shift buses) on all-wheel drive chassis with wheel arrangement 4x4, 6x6.

December 2016 – marketing research of trucks in Russia, which includes the following methods of collecting information: desk research, expert interviews with managers transport companies, dealers, finishers, a quantitative survey of consumers of trucks.

November 2016 – customer satisfaction survey of a large Russian retail chain of auto parts and car service.

October 2016 – a study of consumer preferences for all-wheel drive trucks.

July 2016 – marketing research of CASCO consumers: a quantitative survey of more than 1,600 car owners in Russia.

December 2015 - marketing research using the Car clinic method of the new Gazelle NEXT All-Metal Van in Germany and the Czech Republic included focus groups in two cities of each country, including test drives. The study participants were owners of competitive brands of LCVs up to 3.5 tons (individuals and legal entities), permanently residing in the country under study.

September 2015 - marketing research of a new model of a medium-duty vehicle (LDT) "GAZon NEXT" and an All-Metal Van of the LCV class "GAZelle NEXT" in Turkey using the Car clinic method in a competitive environment.

August 2015 - marketing research to study the demand for a new model of the GAZelle NEXT all-metal van in Russia using the Car clinic method. The target audience for the study was the owners of light commercial vehicles LCV up to 3.5 tons (individuals and legal entities) in various cities of Russia. In addition to focus groups and personal interviews with respondents, test drives were conducted both for the new Gazelle NEXT model and for competing brands.

September 2014 - the research company "GRIFON-EXPERT" conducted a marketing research of new cars "Gazelle-NEXT" and all-wheel drive "Gazelle Business" using the Car clinic method in Germany and Poland.
For the first time in recent history, a Russian marketing research company conducted marketing research and tested Russian cars abroad. The project took place in various cities in Poland and Germany, the work included a study using the Car clinic method (focus groups, blind testing and personal interviews in the form of a questionnaire of participants, as well as test drives were conducted) and desk market research.
The target audience was German and Polish owners of LCV commercial vehicles (individuals and legal entities) in various cities in Germany and Poland.
The applied unique research methodology of Car clinic was modified by the analysts of the "GRIFON-EXPERT" company, taking into account the peculiarities, wishes of the Customer and the specifics of conducting research in Europe.
According to the results of research in Germany and Poland, Alexander Petrenko gave an interview to "Research&trends" -

June 2014 – study of market prospects in Russia for a new model of a passenger car

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Marketing research of the automotive market. Comprehensive study of the sectoral car market

We solve the following tasks:

Study of price elasticity of demand: Analysis of price elasticity of demand. Analysis of cross elasticity (among the Customer's cars and cars of competitive brands).

Analysis of market prospects for cars of a particular brand in the Russian market.

Evaluation of the work of dealerships: the quality of sales in dealerships and after-sales service.

Analysis of the cost of ownership of passenger cars, commercial vehicles and cars of competitive brands segments: passenger cars and commercial vehicles.

The result of the study Car clinic

The ability to combine different methods of collecting information, depending on the objectives of the study

Our experience of similar studies

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